Women's Refuge: Invitation to the 2010 Women's Refuge Appeal Week Launch

November 20, 2011Filed under Direct Marketing and Public Interest, NGO
Women's Refuge: Invitation to the 2010 Women's Refuge Appeal Week Launch 1
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To help invitees understand what it's like to live in fear of domestic violence, we provoked another fear in them with which they were familiar. Invitees came home to find a key in their front door. This instantly made them afraid that someone they didn't know had access to their home. Attendance at the launch rose by 60% on previous years, and the invitation gained national media coverage.

Advertising Agency:Saatchi & Saatchi, Auckland, USA
Creative Director:Scott Henderson, Tony Haigh
Art Director:Phoebe Smith
Copywriter:Samantha Jukes
Account:Claire Dooney, Dawn Marrs
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